VALS Tool and Consumer Psychographics

  • Field: Business Finance – Operations Management

Go to the Strategic Business Insights website (  and take the US VALS Survey ( to identify the VALS profile of your values, attitudes, and lifestyle.  According to the results, what is your VALS profile type?  Do you agree with your consumer profile?  Why or why not?  How can retailers effectively use the results of this survey when planning and implementing their business strategies?


– Provide references to the information in Chapter 4 when presenting your answers.

– This response should be one page in length, double-spaced, and use Times New Roman font.

– Use complete sentences, proper spelling, and proper grammar.

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